EA Sports' FIFA 21 hopes to inspire young Asian soccer players and address the lack of their representation in the sport with a new U.K. spot that revolves around a Muslim grassroots league playing during Ramadan. The spot, by Adam&Eve/DDB, is the winner of Channel 4's Diversity in Advertising competition this year, awarding it a million pounds of free airtime from the U.K. broadcaster. The competition's challenge this year was to authentically represent U.K. Black, Asian and Minority Ethnic (BAME) cultures in advertising. The spot explores the Midnight Ramadan League, a Birmingham grassroots football team set-up to help those Muslim players who struggle to play during their Ramadan fast, with matches kicking-off after Iftar, the evening meal, and before Suhoor, the early morning meal. In it, we see a Muslim teenager eating and then praying with his family, including a soccer-mad younger female cousin before setting off for a game in the darkness. During the game, a tackle knocks him to the floor, we see his role model, Leicester City player Hamza Choudhury, lift him up off the pitch before taking the ball and scoring a goal as the action moves into video game graphics. The spot ends with the teenager returning home to have a kickabout with his cousin.